case study
turning an algorithm update into a sales advantage.
How an algorithm shift became our sales edge.
50+ pitches supported
31% close rate on deals I touched
~$94K in new MRR
2 internal teams aligned
overview
an algorithm changed everything.
When Meta's Andromeda update changed how the algorithm rewards creative — favoring volume and variety over a handful of polished ads — it didn't just change how we produced creative internally. It changed what we needed to say to convince prospective clients we could deliver at that new bar. I led the response on both fronts.
challenge
more volume, same polish.
Overnight, "a few great ads" stopped being a winning creative strategy, and our own Social and Creative teams weren't fully aligned on who owned what in this new higher-volume world. Meanwhile, our sales team was walking into pitches with prospective clients who'd read the same headlines we had, and needed to see proof we'd already figured this out — not just a promise that we would.
solution
realigning teams, rebuilding pitches
I designed and hosted a cross-department training that got Social and Creative fully realigned — new responsibilities, a tighter creative testing workflow, and new tools, with me responsible for the majority of the content alongside our Head of Paid Social. On the sales side, I rebuilt how we pitched creative capability altogether: new pitch decks and creative mockups built specifically to demonstrate Andromeda-readiness, plus an automated deck-creation process tied directly to sales requests so strategy never lagged behind opportunity.
impact
wins, not just workarounds
I supported 50+ new-business pitches across our agency network, contributing to a 31% close rate and roughly $94K in new monthly recurring revenue. Just as important, the internal realignment gave both teams a shared creative testing workflow that's outlasted the pitches themselves — faster launch-to-learning cycles and clearer accountability that are still in place today.
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